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Research and Analysis of Female Consumption Trends in Outdoor Channels Production Research Report Date:2016-10-17 16:22
Recently, major sports brands in China have announced their performance reports for the first half of 2016. In terms of the financial statements for the first half of the year, the performance of major sports brands in China continued to grow, with Anta's revenue of 6.14 billion yuan, a year-on-year increase of 20.2%. Li Ning net profit of 113 million yuan, the domestic sporting goods industry is a good one. Experts believe that this is inseparable from the strengthening of inventory control of channels, clear product positioning, and improved product functionality. In particular, the continuous expansion of the female consumer market has also injected new vitality into the sporting goods market.
Not only that, but with the popularity of outdoor sports, consumers’ spending on outdoor equipment has also increased significantly. In order to enhance customer stickiness, many outdoor product stores segmented markets and reoccupied new fields in the outdoor industry.
TheNorthFace was the first in Japan to open a store specializing in outdoor sports for women in 2011. On April 26th, 2012, Archaeopteryx opened its first female outdoor store in Shibuya, Tokyo.
Adidas, Archaeopteryx, Le Fess and other brands have even opened women's outdoor stores, specializing in women's outdoor markets. Products displayed and sold at stores are specially selected for women.
In the face of the present opportune time, what are the views of domestic outdoor shop owners?
The Needs and Problems of Establishing Women's Outdoor Stores
â— Break down the market for women's outdoor products
Peng Qiang, vice chairman of the Guangzhou Municipal Commission of Business Economics, pointed out that the finer the market is, the higher the company's operating costs, and consumers will not necessarily pay for it. Chen Haiquan, executive director of the Modern Circulation Research Center at Jinan University, believes that when it comes to market segmentation, it depends not only on whether the brand can afford high costs, but also whether the brand's product development capabilities and richness are sufficient to support a female outdoor monopoly market.
Mr. Chen Zhiqiang, Executive Director of Snowline Outdoors Shenzhen Association: It is difficult to be a female outdoor store alone. Originally, outdoor stores were not very good. If men were kicked out, it would be even harder.
â— Separately opened women's outdoor store has yet to be studied
Mr. Wang Ping, general manager of Hangzhou Wind Snow Outdoor: There is no need to establish a women's outdoor store. Professional outdoor shops are inherently a segmented market. If women are subdivided, they will inevitably be too small, which will lead to a decline in the competitiveness of the stores and a decrease in sales. However, the future may also be refined. At present, some large outdoor brands may be subdivided into women.
Mr. Hu Yanyong, general manager of Shenzhen Firefox: The future direction of development is more likely to increase the proportion of accessories. Become a complete professional outdoor shop. For the feasibility of opening women's outdoor stores, it is necessary to make conclusions through market research and analysis.
Can you increase consumer product experience
â— outdoor shop offline activities face awkward situation
With regard to outdoor shop organization activities, when it opens in 2002, regular outdoor activities will be organized to allow everyone to participate. At that time, it was its own market development. Now the team will be trained, there will be more outdoor shops, and there will be more outdoor activities. Now it is usually the customers themselves. Specialized activities and specialized sales have been separated.
Snowline Outdoor Executive Director of Shenzhen Deng Xizhi, Chen Zhiqiang, talks about outdoor sports clubs. Some of the activities organized regularly are not profitable, but they are used to attract members and create club popularity. However, activities are used as a profitable outdoor sports club. As well as the rapid development of self-guided non-profit clubs, outdoor activities increase. Outdoor enthusiasts can choose different activities according to their own level.
Shenzhen Firefox outdoor shop clerk: Organizing activities together, not saying that for women or men, members can all participate. However, due to the different levels of membership, it becomes increasingly difficult for the organization to become active. With more and more outdoor activities and more and more forms, members have more choices.
â— Outdoor club + theme activity + media promotion become a sticky new magic weapon for customers
The growth of many professional outdoor stores has benefited from the club. The operation of the outdoor store is a word: Do not just stare at the stores to sell products, it is important to seize the circle of outdoor sports. Through publicity from the media or professional media, or by holding a club or uniting with related departments to organize rock climbing and mass mountain climbing activities, promote products in outdoor theme activities, maintain popularity, and gain experience and circle of friends.
Jilin Gold tents hold Jingyuetan trekking activities; snow activities organize skiing events on the 2nd and 4th every week; they provide free advice to the national professional team skiers.
Xi'an focuses on outdoor sports goods retail stores, outdoor sports clubs and key strength bicycle clubs (bicycle retail equipment stores and bicycle outdoor clubs).
Green ants, in-depth experience activities club, organizing mountain trail running, weekend activities, outdoor training, in-depth experience projects.
There are running specialty shops in Guangzhou for long-distance running, and occasionally there will be seminar-related customer service for running knowledge.
Interactive activities + e-commerce female consumption base
â—Mothers enter the outdoor consumption ranks
Through the organization of outdoor activities, we design some activity sites that are pleasing to the eye to attract everyone's participation and thus promote the sales of outdoor products. Nanjing Tuen outdoor Cai Ming mentioned that building an outdoor zoo or outdoor park to attract children to play in the shops, parents will come to the store because of their children, so that they can give full play to the advantages of physical stores. And it can attract the female customer mom group to enter.
â— Open channels for electricity suppliers, focusing on women's online shopping market
The entire retail environment is undergoing changes, shopping malls, shopping malls and other channels sink, indirectly replacing some street stores. This paves the way for e-commerce companies to gradually become important sources of income growth for outdoor products.
Li Shuai, the green ants outdoor supplies Xi’an portal, said that the entire computer channel has been increasing the role of the brand, which is the inevitable result of the development of the market environment. Next, the competition of sports brands will also increase, the reason is: the channel is slowly stable, can no longer rely solely on e-commerce to clear inventory, but on the basis of expanding consumer groups, slowly forming a brand image display platform, increase brand stickiness .
San Fu Outdoor Chairman Zhang Heng pointed out that as an important part of China's sports industry, outdoor sports have not yet matured due to the late start. Problems such as site factors, equipment conditions, and the time of development have led to restrictions on their development.
However, with the increase in the degree of subdivision in outdoor consumption, there is a large potential for improvement in the outdoor product market in China. In particular, outdoor sports are no longer focused on niche group activities in the professional field. It has gradually developed into the dual characteristics of extreme sports and popular leisure, and the participation of the crowd has become increasingly widespread.
Among these people, the proportion of women has already risen from the previous 25%, and in the short-term world, it has risen to 70%. In some outdoor groups, the ratio of women to men is as high as 2:8. Instead, men became the scent of the outdoor group.
For women, the daily life of daily necessities of course need to be, but more and more activities continue to appear in the shadow of women, such as hiking, camping, hiking, skiing, etc., outdoor sports are no longer men's world, women's outdoor now also occupy An important place in the outdoor market, single and tough outdoor equipment is difficult to impress them. Therefore, a sense of fashion is also required in product design.
Recently, major sports brands in China have announced their performance reports for the first half of 2016. In terms of the financial statements for the first half of the year, the performance of major sports brands in China continued to grow, with Anta's revenue of 6.14 billion yuan, a year-on-year increase of 20.2%. Li Ning net profit of 113 million yuan, the domestic sporting goods industry is a good one. Experts believe that this is inseparable from the strengthening of inventory control of channels, clear product positioning, and improved product functionality. In particular, the continuous expansion of the female consumer market has also injected new vitality into the sporting goods market.
Not only that, but with the popularity of outdoor sports, consumers’ spending on outdoor equipment has also increased significantly. In order to enhance customer stickiness, many outdoor product stores segmented markets and reoccupied new fields in the outdoor industry.
TheNorthFace was the first in Japan to open a store specializing in outdoor sports for women in 2011. On April 26th, 2012, Archaeopteryx opened its first female outdoor store in Shibuya, Tokyo.
Adidas, Archaeopteryx, Le Fess and other brands have even opened women's outdoor stores, specializing in women's outdoor markets. Products displayed and sold at stores are specially selected for women.
In the face of the present opportune time, what are the views of domestic outdoor shop owners?
The Needs and Problems of Establishing Women's Outdoor Stores
â— Break down the market for women's outdoor products
Peng Qiang, vice chairman of the Guangzhou Municipal Commission of Business Economics, pointed out that the finer the market is, the higher the company's operating costs, and consumers will not necessarily pay for it. Chen Haiquan, executive director of the Modern Circulation Research Center at Jinan University, believes that when it comes to market segmentation, it depends not only on whether the brand can afford high costs, but also whether the brand's product development capabilities and richness are sufficient to support a female outdoor monopoly market.
Mr. Chen Zhiqiang, Executive Director of Snowline Outdoors Shenzhen Association: It is difficult to be a female outdoor store alone. Originally, outdoor stores were not very good. If men were kicked out, it would be even harder.
â— Separately opened women's outdoor store has yet to be studied
Mr. Wang Ping, general manager of Hangzhou Wind Snow Outdoor: There is no need to establish a women's outdoor store. Professional outdoor shops are inherently a segmented market. If women are subdivided, they will inevitably be too small, which will lead to a decline in the competitiveness of the stores and a decrease in sales. However, the future may also be refined. At present, some large outdoor brands may be subdivided into women.
Mr. Hu Yanyong, general manager of Shenzhen Firefox: The future direction of development is more likely to increase the proportion of accessories. Become a complete professional outdoor shop. For the feasibility of opening women's outdoor stores, it is necessary to make conclusions through market research and analysis.
Can you increase consumer product experience
â— outdoor shop offline activities face awkward situation
With regard to outdoor shop organization activities, when it opens in 2002, regular outdoor activities will be organized to allow everyone to participate. At that time, it was its own market development. Now the team will be trained, there will be more outdoor shops, and there will be more outdoor activities. Now it is usually the customers themselves. Specialized activities and specialized sales have been separated.
Snowline Outdoor Executive Director of Shenzhen Deng Xizhi, Chen Zhiqiang, talks about outdoor sports clubs. Some of the activities organized regularly are not profitable, but they are used to attract members and create club popularity. However, activities are used as a profitable outdoor sports club. As well as the rapid development of self-guided non-profit clubs, outdoor activities increase. Outdoor enthusiasts can choose different activities according to their own level.
Shenzhen Firefox outdoor shop clerk: Organizing activities together, not saying that for women or men, members can all participate. However, due to the different levels of membership, it becomes increasingly difficult for the organization to become active. With more and more outdoor activities and more and more forms, members have more choices.
â— Outdoor club + theme activity + media promotion become a sticky new magic weapon for customers
The growth of many professional outdoor stores has benefited from the club. The operation of the outdoor store is a word: Do not just stare at the stores to sell products, it is important to seize the circle of outdoor sports. Through publicity from the media or professional media, or by holding a club or uniting with related departments to organize rock climbing and mass mountain climbing activities, promote products in outdoor theme activities, maintain popularity, and gain experience and circle of friends.
Jilin Gold tents hold Jingyuetan trekking activities; snow activities organize skiing events on the 2nd and 4th every week; they provide free advice to the national professional team skiers.
Xi'an focuses on outdoor sports goods retail stores, outdoor sports clubs and key strength bicycle clubs (bicycle retail equipment stores and bicycle outdoor clubs).
Green ants, in-depth experience activities club, organizing mountain trail running, weekend activities, outdoor training, in-depth experience projects.
There are running specialty shops in Guangzhou for long-distance running, and occasionally there will be seminar-related customer service for running knowledge.
Interactive activities + e-commerce female consumption base
â—Mothers enter the outdoor consumption ranks
Through the organization of outdoor activities, we design some activity sites that are pleasing to the eye to attract everyone's participation and thus promote the sales of outdoor products. Nanjing Tuen outdoor Cai Ming mentioned that building an outdoor zoo or outdoor park to attract children to play in the shops, parents will come to the store because of their children, so that they can give full play to the advantages of physical stores. And it can attract the female customer mom group to enter.
â— Open channels for electricity suppliers, focusing on women's online shopping market
The entire retail environment is undergoing changes, shopping malls, shopping malls and other channels sink, indirectly replacing some street stores. This paves the way for e-commerce companies to gradually become important sources of income growth for outdoor products.
Li Shuai, the green ants outdoor supplies Xi’an portal, said that the entire computer channel has been increasing the role of the brand, which is the inevitable result of the development of the market environment. Next, the competition of sports brands will also increase, the reason is: the channel is slowly stable, can no longer rely solely on e-commerce to clear inventory, but on the basis of expanding consumer groups, slowly forming a brand image display platform, increase brand stickiness .
San Fu Outdoor Chairman Zhang Heng pointed out that as an important part of China's sports industry, outdoor sports have not yet matured due to the late start. Problems such as site factors, equipment conditions, and the time of development have led to restrictions on their development.
However, with the increase in the degree of subdivision in outdoor consumption, there is a large potential for improvement in the outdoor product market in China. In particular, outdoor sports are no longer focused on niche group activities in the professional field. It has gradually developed into the dual characteristics of extreme sports and popular leisure, and the participation of the crowd has become increasingly widespread.
Among these people, the proportion of women has already risen from the previous 25%, and in the short-term world, it has risen to 70%. In some outdoor groups, the ratio of women to men is as high as 2:8. Instead, men became the scent of the outdoor group.
For women, the daily life of daily necessities of course need to be, but more and more activities continue to appear in the shadow of women, such as hiking, camping, hiking, skiing, etc., outdoor sports are no longer men's world, women's outdoor now also occupy An important place in the outdoor market, single and tough outdoor equipment is difficult to impress them. Therefore, a sense of fashion is also required in product design.
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